Social responsibility: a case study at the RPC Institute (Brazil, state of Parana) on social projects

Authors

  • Carine Grosko UNIVERSIDADE ESTADUAL DO CENTRO-OESTE - UNICENTRO
  • Ivan De Souza Dutra UNIVERSIDADE ESTADUAL DO CENTRO-OESTE - UNICENTRO e PPGA/UEL
  • Silvio Roberto Stefano UNIVERSIDADE ESTADUAL DO CENTRO-OESTE - UNICENTRO e PPGA/UEL

Keywords:

Social Responsibility, Social Marketing

Abstract

The present study aimed to analyze social projects that the Institute of Rede Paranaense de Comunicação (RPC, Brazil, state of Parana) developed by applying corporate social responsibility to the benefit of employees and the community in the state of Parana (Brazil). In the literature review highlight the concepts, theories on the subject of Social Responsibility and multidisciplinary theories that aim, the social aspect and the importance of marketing strategies used as an instrument of disclosures of social and environmental enterprises. To conduct the study was used the method of case study as Yin (1989). In a universe of thirty-six employees of the company Guairacá RPC TV (broadcast affiliate group RPC) data were collected on a sample of twenty-seven through the use of questionnaire self-report with ten questions about their social projects for a week, of May 2009. Among the main results, it appears that the RPC has worked and contributed to several social projects, since the establishment of the RPC Corporate Responsibility in 2001, but it is suggested to conduct a better dissemination of its projects with its workforce, because according to research carried out and all employees of the RPC TV Guairacá (Brazil, state of Parana) know these projects.

Author Biographies

Carine Grosko, UNIVERSIDADE ESTADUAL DO CENTRO-OESTE - UNICENTRO

Possui Graduação em Economia pela Universidade Estadual do Centro-Oeste - UNICENTRO, Brasil, e Pós-Graduação em Marketing, nível latu-sensu pela mesma instituição.

Ivan De Souza Dutra, UNIVERSIDADE ESTADUAL DO CENTRO-OESTE - UNICENTRO e PPGA/UEL

Professor da Universidade Estadual do Centro-Oeste - UNICENTRO, Brasil. Professor Colaborador do Programa de Pós-Graduação em Administração da Universidade Estadual de Londrina - PPGA/UEL, Brasil. Líder do Grupo de Pesquisa e Estudos em Estratégia Organizacional - GEO/UNICENTRO.

Possui doutorado em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA/USP e mestrado em Administração pela Universidade Estadual de Maringá e Universidade Estadual de Londrina consorciadas - PPA-UEL/UEM. 

Silvio Roberto Stefano, UNIVERSIDADE ESTADUAL DO CENTRO-OESTE - UNICENTRO e PPGA/UEL

Professor da Universidade Estadual do Centro-Oeste - UNICENTRO, Brasil. Professor Colaborador do Programa de Pós-Graduação em Administração da Universidade Estadual de Londrina - PPGA/UEL, Brasil. Chefe do Núcleo de Pós-Graduação Lato Sensu da UNICENTRO.

Possui doutorado em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo - FEA/USP e mestrado em Administração pela Universidade Estadual de Maringá e Universidade Estadual de Londrina consorciadas - PPA-UEL/UEM.

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Published

14-06-2011

Issue

Vol. 8 No. 1 (2010): Perspectivas da Sociedade e Sustentabilidade

Section

Articles

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